is website is relatively easy. The links include Lifestyle, A&F TV, A&F Quarterly (the magazine/catalogue), Company, and Shop A&F. Other links include, music, movies, downloads, postcards, photos, and hot sites. The website seems to be almost completely focused on drawing the consumer into the lifestyle of Abercrombie and Fitch. The information the company gives is very limited. For example, throughout the entire website, there is not one mention of a company mission statement, yet there is a plethora of information about the companys financial standings. The goals and focus of this company are never clearly identified except for the statement in the company history section about the initial clothing being made for active purposes. The goal for the clothing was to be comfortable and practical. Now, that goal has been altered to sell the image of Abercrombie instead of the practicality of its clothing.The main theme throughout the website is sex. This theme carries thought the entire company. The advertisements depict beautiful, thin, sexy men and women, partaking in everyday activities such a canoeing, skiing, hiking, etc. These activities however are not so everyday for people living in larger cities so the appeal for them is the sexual comfort. The term sexual comfort is used to describe the way the clothes are both comfortable and sexy at the same time. This proves successful for the average person who doesnt want to wear revealing or tight clothing in order to feel and look sexy. The strange aspect of it is that the clothes are supposed to be sensible and suitable for these outdoor activities yet the girls are all hiking in skirts and sandals and the guys in nothing more than shorts. It seems a bit unorthodox. The idea that sex sells is ever-present when viewing this website.The Abercrombie and Fitch e-commerce website is essential ineffective because its focus is not the actual clothing but the people wearing them. The company itse...
